Using Moments, you can follow along with what people are tweeting about particular TV shows, sports games, news or events. The feed is curated by an editorial team at Twitter that use the site’s own analytics to pull out the most popular or notable topics.

Twitter partnered with media companies like Buzzfeed, The New York Times and Vogue to curate their own Moments, and now advertisers will be able to do the same.

Promoted Moments will stay live for 24 hours at a time and will be clearly marked as ads, according to Twitter.

The company also says this is just the beginning of its exploration into how brands can integrate into the Moments feature.

Amanda Connolly is a reporter for The Next Web, currently based in London. Originally from Ireland, Amanda previously worked in press and editorial at the Web Summit. She’s interested in all things tech, with a particular fondness for lifestyle and creative tech and the spaces where these intersect. Twitter